PPB May 2015

HAT DO THE MEGA-SUCCESSFUL entrepreneurs of this century all

have in common? It’s not youth, fame or fortune. (Though they have these,

too.) The one attribute they all share is a love of hoodies and sweatshirts.

Tech titans such as Facebook’s Mark Zuckerberg and Snapchat CEO Evan Spiegel are

known for sporting hoodies and sweatshirts at work and during public appearances. While

not traditional sartorial indications of success—or even of a spot in the workforce at all—this

mode of dressing serves as a status symbol, telling the world the wearer may break whatever

rule he or she likes because they have earned the right to do so.

Researchers from Harvard Business School have found people who intentionally under-

dress are frequently judged to be more successful when viewed in an environment where one

would expect formality, such as an Ivy League classroom, an expensive boutique or a black-

tie fundraiser.

But startup wunderkinds may also gravitate toward fleece because

breaking “rules” in life helps them break barriers in their work. Employers

have historically believed office workers behave more professionally

when they stick to the company’s dress guidelines, but who knows

what could happen if staffers are allowed to wear what they want?

Companies that are pushing boundaries must give employees free-

dom to think, and dress, differently.

If your clients are ready to dial back their employee dress codes,

here’s what they should know from Ty Cannon, national business

development manager at Seattle, Washington-based supplier Cutter

& Buck (UPIC: CUTT0001).

When it comes to hoodies, pullovers are king.

Men and

women of all ages and genders love to snuggle into hooded

pullovers. They’re also a great value tool for marketers because the

lack of a zip-up front makes them easy to decorate.

You can’t beat screen printing.

It’s the most common form

of decoration for sweatshirts, but heat transfers, embroidery and

woven appliqués work equally well.

Sweatshirts are always a good investment

. They’re having

a heyday right now, but sweatshirts and hoodies are not trends.

Sweatshirts aren’t going away anytime soon.

TAMA UNDERWOOD IS AN ASSOCIATE EDITOR FOR

PPB

EYE ON APPAREL

DRESS THE PART OF A TECH MOGUL WITH HOODIES AND SWEATSHIRTS

BY TAMA UNDERWOOD

IT’S NO

SWEAT

12 •

PPB

• MAY

2015

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